Lego Digital Designer
(via), LEGO (from the Danish phrase leg godt meaning "play well. according to Wikipedia) just released a new tool: Lego Digital Designer which is described by Metropolis as "a three-dimensional, computer-aided design (CAD) program that allows users to create virtual models from a near endless supply of bricks in different shapes, sizes, and colors." You can download it (pc or mac versions) here What is interesting is this:
You can save your finished LDD design as a .jpeg, E-mail it to a friend, post it to the gallery, or purchase it. If you choose the latter, LEGO's fulfillment center in Enfield, Connecticut will send you the necessary components to build the design and prepare step-by-step instructions (available online as a PDF or three-dimensional file); the pieces will arrive in a customized box with your name, a picture of the model, and a few extra bricks, just in case. The special-order option is currently only available in the U.S., although LEGO plans to introduce it in Europe in the near future. (...) The company is betting that a broad market exists for customizable children’s toys, and that parents--and adult enthusiasts--will pay a premium for them. LDD made-to-order construction sets will cost more than standard versions, with pricing determined by the size of the model and the components used.
Why do I blog this? it's interesting - in terms of innovation management - to engage consumers in new ways of appropriation of the product; it's no longer a matter of delivering bricks for Lego, it's now time to innovate by giving more powers to the users/consumers.